Reasoning precedes decision-making, doesn’t it?

PublishedMarch 1, 2011

It’s often said that the best missionary for a religion is someone who recently converted to that religion. Why is that? When people make a decision — especially a big decision — they go through a reasoning process to help them make the best decision. We often assume that this process happens before the decision is made. In reality, people continue to look for validating reasons even after the decision is made. They often put a lot of energy into convincing other people that they made the right choice — they proselytize their colleagues to support and reinforce their decision. You can use this energy in your persuasive communications. Watch the video.